ERO · Visual Reference

00 · Brand Overview

What ERO is. Why it exists.

Brand premise · Purpose · Mission · Vision · Values · Brand promise

Brand Premise

A biometric fragrance brand. The session reads 47 biological markers — heart rate variability, galvanic skin response, thermal rhythm, respiratory pattern — and generates a formula unique to the person who produced them.

The formula is composed by a parfumeur in Grasse from the biological reading. It is registered in the ERO registry and assigned a reference number that belongs to one person.

The biological data is then deleted. Only the formula remains. It will never be made for anyone else.

ATELIER HOME · $595 · FORMULA DELIVERED IN 21 DAYS

Purpose

Every person is unique. What they wear has never reflected that. Until now.

The purpose is the human truth at the root of the brand — not a product claim, but a factual observation about the world before ERO existed. Every fragrance on the market was made for everyone. Which means it was made for no one specifically. The purpose of ERO is to correct that. Not as a proposition but as a biological fact. The biology is not the product. It is the source.

Mission

To translate one person's biology into one formula — registered, composed in Grasse, and made for no one else.

The mission is operational. It describes exactly what ERO does: reads 47 biological markers across four signal types, translates that reading into an olfactory formula, registers the formula under a unique reference number, and has it composed by a parfumeur in Grasse. The formula is delivered to the person whose biology produced it and is never made for anyone else.

Vision

Every person's biology contains something worth expressing. That expression, worn on the body it came from, exists nowhere else in the world.

The vision holds two ideas that are inseparable for this brand. First: that biology is not just data to be monitored and optimised — it is a source of something worth expressing. The self-knowledge dimension. Second: that what biology produces, once expressed as fragrance, belongs permanently to the person it came from and cannot exist anywhere else. The uniqueness dimension.

Values

Precision. Individuality. Ethics. Innovation. Inclusivity. Craft.

These are not aspirational. They are demonstrated by the decisions already made. Every value listed here has a corresponding decision that proves it. Precision — 47 markers, not "your unique biology." Ethics — The biological data is deleted after the formula is composed. Innovation — One formula, one person, one reference number. Inclusivity — The formula is derived from HRV, galvanic skin response, thermal rhythm, and respiratory pattern. None of these markers carry a gender, an age category, or a cultural identity. Craft — The parfumeur in Grasse composes each formula by hand from the biological reading.

Brand Promise

Biometric precision,
unbound by gender.

The brand promise does three things simultaneously. It names the category ("biometric precision"), it stakes the brand's position within that category ("unbound"), and it makes explicit what the biology makes inevitable ("by gender"). The formula is derived from biological markers that carry no gender. The formula that emerges from them does not either. ERO is genderless not as a positioning choice but as a biological fact.

01 · Logo & Wordmark

The wordmark is the only mark.

ERO · Unbounded · All caps · Very wide spacing

The ERO wordmark is the primary brand identifier. Set in Unbounded at very wide letter-spacing — the three characters resolve into a single architectural mark. It does not change. It does not adapt. It appears in two versions only.

Primary — On Dark

ERO

Gold (#C9A96E) on Void — primary application across all dark surfaces

Primary — On Light

ERO

Void (#0E0D0B) on Cream — for packaging, print, and light surface applications

Both versions at a glance

ERO

Gold on Void

Digital, packaging interiors, dark print

ERO

Void on Cream

Box exterior, receipt cards, stationery

ERO

Gold on Obsidian

Secondary dark surface — app chrome, overlays

Clear space

ERO

Maintain minimum clear space equal to half the cap-height on all sides

Usage guidelines

✓ Always

Use the supplied SVG files — never retype the wordmark

Gold version on dark backgrounds only

Void (black) version on light backgrounds only

Scale proportionally — never stretch or distort

Respect the minimum clear space rule — half the cap-height on all sides

✗ Never

Never recolour — use only the two supplied versions

Never place gold logo on a light background

Never place void (black) logo on a dark background

Never add effects, outlines, drop shadows, or glows

Never crop, rotate, or apply opacity

Scale range

ERO

Large — Hero / Packaging

ERO

Medium — Editorial / Section header

ERO

Small — Nav / UI lockup

The wordmark carries its authority at every scale — never add weight to compensate for size.

02 · Colour System

Eight colours. Clean and simple.

Surface & accent · Text hierarchy

The complete palette with all production values. Gold on dark surfaces only. Void on light surfaces. Warm grey and pale warm grey are dark-surface text colours only.

PRIMARY

Void

#0E0D0B

RGB 14·13·11
CMYK 0·7·21·95
Pantone Black 6 C

Primary background · All primary dark surfaces · Never on light

Obsidian

#1A1916

RGB 26·25·22
CMYK 0·4·15·90
Pantone Black 3 C

Secondary surface · Trays, inset panels · Nested within void only

ACCENT

Gold

#C9A96E

RGB 201·169·110
CMYK 0·16·45·21
Pantone 7509 C

Primary accent · Registry, waveform, fine rule, CTA border · Dark surfaces only

Gold pale

#E8D9BC

RGB 232·217·188
CMYK 0·6·19·9
Pantone 9143 C

Secondary accent · Editorial headings · Formula card accord text

Cream

#F5F0E8

RGB 245·240·232
CMYK 0·2·5·4
Pantone 9180 C

Primary text on dark · Light surface background · Never replaced with white

Paper

#EDE8DC

RGB 237·232·220
CMYK 0·2·7·7
Pantone 9184 C

Secondary light surface · Formula card background

Warm grey

#7A7568

RGB 122·117·104
CMYK 0·4·15·52
Pantone 7530 C

Secondary text on dark surfaces · Captions · Supporting copy

Pale warm grey

#B0A090

RGB 176·160·144
CMYK 0·9·18·31
Pantone 7527 C

Tertiary text on dark surfaces · Metadata · Attribution lines

Colour rule

Gold on dark surfaces. Void on light surfaces. Eight colours. No additions.

03 · Typography System

Three typefaces. Three registers.

Unbounded · Cormorant Garamond · Jost

The three-typeface system is fully resolved. No substitutions. Unbounded carries precision, Cormorant carries the human voice, Jost carries the operational layer.

Unbounded

Weight 300 · 400

Wordmark · Registry references · Data labels · All-caps labels · Eye-level headings · Metadata

ERO

AR · 0001 · 2024

47 BIOLOGICAL MARKERS · ATELIER HOME · $595

Session record · Formula registered · Grasse · 2024

Cormorant Garamond

Italic 300 · 400

Hero copy · Formula card · Receipt card closing · Accord text · Editorial voice · The human register

Your formula.
Made for you alone.

Cedar · vetiver · sandalwood · ambergris
neroli · petrichor · iso e super · musk

Yours and yours alone.

Jost

Weight 300 · 400

Navigation · Pricing · Operational labels · Body text · Functional layer · 300 minimum for navigation · 400 for body

25 minutes. 47 biological markers. Your formula, registered permanently.

Formula delivered 21 days after your session. Refill: $195.

Begin · $595 · Atelier Home

Session record · \u014cre · Biometric fragrance

Type rule

Unbounded 400 minimum at sizes below 18px. Jost 400 for body text. Jost 300 minimum for navigation. Unbounded 200 and Jost 200 retired from all functional text. No typeface substitutions.

05 · Imagery

The visual territory.

Art direction · Reference imagery · Photography rules · Captions

05.01 · Six art direction principles

The rules before the camera is picked up.

Every ERO image follows all six

Show the moment before

Not the moment of application. The hand reaching for the flacon. The cap about to be lifted. The body approaching the surface. Anticipation, not action.

City always specific

London and New York light are different. Know which one you are shooting. The city is implied by the quality of shadow and the temperature of available light.

Body is evidence not decoration

Faces permitted — no direct eye contact. Wrists, hands, necks, collarbones, profiles, silhouettes. The biology is real. The imagery reflects that.

Surfaces tell the story

A real desk, a real shelf, a real bathroom. Not styled for the camera. The surface belongs to someone specific. The flacon sits in context — never isolated on white.

Caption does the work

The image stops the scroll. The caption closes it. Together they create the desire to understand more. Neither is complete without the other.

Flacon is never the hero

The flacon is always in context — in the corner of the frame, never centred. It is the object the formula lives in. Not the subject of the photograph.

05.02 · Reference imagery · Sixteen images

The visual territory in full.

Hover to inspect · All images approved direction

Every image below fits the brand imagery rules. Dark and warm, available light, body without direct eye contact. Grain acceptable. Surfaces that belong to someone specific. The biology implied, not stated.

Product · Environment · Shelf · Context

"The bathroom shelf." Not staged. Not isolated. Specific.

Body · Shadow · Profile

"The silhouette is enough."

Body · Shadow · Upward

"Every shadow is different."

Body · Hands · Specific · Biography

"The working hands. The body as biography."

Gesture · Open · Before

"47 markers. All yours."

Material · Formula card · In the world

"The formula card in the bag. Already part of the day."

Accord · Ingredient · Organic texture

"Cedar. Vetiver. The accord made visible."

Interior · Person from behind · Environment

"The Tier III client's world. Unhurried."

Interior · Seated · Face · No eye contact

"Late. Unhurried. The formula already worn."

Object · Abstracted · Process · Packaging

"The formula before it is worn."

Material · Packaging · Linen · Texture

"Before it is opened. Weight communicates."

Reference · Tonal direction

"Warm. Dark. Specific."

05.03 · Always and never

What appears in every ERO image. What never does.

Production rules · Non-negotiable

Always

Available light or light that appears available — never studio flash aesthetic

Dark and warm — void backgrounds, 3200–4000K colour temperature

Faces permitted — no direct eye contact. Profile, looking down, from behind, abstracted

Grain acceptable and preferred — film or processed to match

Shallow depth of field — the specific detail in focus, context soft

Surfaces that belong to someone — real environments, not prepared ones

The moment before — anticipation, not action

City implied by specific light quality — London and New York are different

Early morning or late evening — the private moments

No retouching of skin or surfaces — the biology is real

Never

Direct eye contact — the only rule about faces

Smiling or performed happiness — no aspirational lifestyle register

Groups or social scenes — the formula is made for one person

Nature or outdoor settings — the brand is interior, private, specific

Other luxury brands visible in frame

Styling that looks styled — no prop stylists, no prepared surfaces

The flacon centred or isolated — always in context, never on white

White backgrounds of any kind

Any image that could belong to another fragrance or wellness brand

Seasonal or trend-driven references — written to be read in ten years

05.04 · Caption system

The image raises a question. The caption closes it.

Six pairs · Image context and caption line

Every ERO image is incomplete without its caption. Short, factual, no urgency language, no hashtag culture. The image stops the scroll. The caption answers it partially — creating the desire to understand more.

Wrist reaching for flacon · 7am light · Window implied

"Your formula. Made for you alone."

Two wrists · Two different accords · Side by side

"No two the same. Ever."

Pulse point · Close · Dark · After application

"47 biological markers. Read in 25 minutes. Yours."

Linen sleeve arriving in hand · Three days after session

"Three days later."

Formula card in hand · Accord text visible · Cedar · Vetiver

"This is what your biology made."

Same flacon · Different light · The refill · Not the first time

"The formula is permanent. The extrait is not."

The brief in one sentence

Show the Tier III client's world — not their direct gaze, not their aspirations, not the product as hero. The moments that surround the act of owning a formula that is yours and yours alone.

05.05 · Photography Brief

The brief for a photographer.

Tonal register · Subjects · Composition · What never appears

This brief is for the photographer and director working on ERO acquisition imagery. Every decision documented here follows from the brand identity system.

Tonal register

Background: void (#0E0D0B) or near-void dark surfaces

Light: single source, warm, directional. Available light or simulated available light. No studio flash aesthetic.

Temperature: 3200–4000K. Warm, not cool. Not clinical.

Grain: acceptable and preferred. Shot on film or processed to match. Digital perfection is not the register.

Depth of field: shallow. The specific detail in focus. Context soft.

Skin: no retouching. The biology is real and the imagery should reflect that.

Subjects and composition

Faces permitted — no direct eye contact. Wrists, hands, necks, collarbones, profiles, silhouettes. No full bodies staged for camera.

Surfaces that belong to a specific person — a real desk, a real shelf, a real bathroom. Not styled for the camera.

The flacon in the corner of the frame, in focus, never centred.

The moment before, not the moment of — the hand reaching for the flacon, the cap about to be lifted.

One city implied by its specific light. London and New York light are different. Know which one you are shooting.

Early morning or late evening. The private moments.

What never appears

Direct eye contact — faces are permitted

Smiling or performed happiness

Groups or social scenes

Nature or outdoor settings

Other luxury brands visible in frame

Styling that looks styled

The product as the centred hero — it is always in context

White backgrounds of any kind

Any image that could belong to a wellness, beauty, or conventional luxury fragrance brand

Caption system

Every image is incomplete without its caption. The image raises a question. The caption answers it partially. Together they create the desire to understand more. Captions are written in brand voice: short, factual, no hashtag culture, no aspirational language.

Image: wrist, flacon, 7am light

"Your formula. Made for you alone."

Image: pulse point, close, dark

"47 biological markers. Read in 25 minutes. Yours."

Image: two wrists, two formulas

"No two the same. Ever."

Reference brands for direction

Study these for tonal reference — not for direct imitation. The ERO register combines elements of each.

Oura Ring

Biometric register — body without face, data as identity, dark warm tones. Use for: biological moment territory.

Aesop

Material photography — surfaces that belong to a real person, objects in context. Use for: material detail territory.

Le Labo

Anti-lifestyle lifestyle — real environments, not aspirational ones. Use for: lifestyle result territory.

Frédéric Malle

Process and craft — hands, materials, composition. Use for: science and craft territory.

The brief in one sentence

Show the Tier III client's world — not their direct gaze, not their aspirations, not the product. The moments that surround the act of owning a formula that is yours and yours alone.

06 · Voice & Messaging

Eight moments. Discovery to refill.

Five language rules · State facts · Never perform

The silence between moments is not a gap in the content strategy. It is the content strategy. No newsletters. No seasonal campaigns. No birthday discounts. No re-engagement sequences. Eight moments, then silence.

The silence between moments is not a gap in the content strategy. It is the content strategy.

No newsletters. No seasonal campaigns. No birthday discounts. No re-engagement sequences. Eight moments, then silence.

Eight moments

Discovery

Peer reference · Editorial

"To generate your formula from your biology, the formula is registered permanently and never repeated."

Rule: One sentence. Two facts. One open question.

Homepage

atelier.ero.com · Hero

"Your formula. Made for you alone."

Rule: Hero sentence stands alone. Space is not emptiness.

Science Page

atelier.ero.com · How it works

"25 minutes. Your biological signals. 47 markers. One formula. Your biological data is read, translated, and used to generate a formula. It is then deleted. Only the formula remains."

Rule: Precision over accessibility. If they don't understand, acceptable. If they don't trust, it is not.

Product Page

atelier.ero.com · Atelier Home

"ERO Atelier Home · $595. 25 minutes. 47 biological markers. Your formula, registered permanently. Formula delivered 21 days after your session."

Rule: Price stated first. Process in three sentences. Nothing more.

Post-Purchase

Email · Receipt card

"Your formula now exists in the registry. It is the only record that remains. Your biological data has been deleted from our systems — only the formula remains."

Rule: The deletion line is never emphasised typographically. Its power comes from its placement.

Formula Delivery

Formula card · 21 days

"Your formula exists because 47 biological markers exist that are only yours. Made for you alone."

Rule: No accord text is trite. The ingredients are accurate. Nothing on this card is generic.

Ongoing

App · Annual acknowledgment

"Your formula. One year on. The formula is permanent. It will not change."

Rule: One message per year. No other communications cross the client silence.

Refill

App · atelier.ero.com/registry

"The formula is permanent. The extrait is not. Your refill, ready when you are. $195."

Rule: Three sentences. "Ready when you are" is the only call to action in the ongoing relationship.

Five language rules

01 · State facts

Active voice. Client as subject. Price stated plainly. If a claim cannot be substantiated, it is not made.

02 · Never perform

No warmth that is staged. No "journey" or "experience." The brand does not try to earn the client. It states what it is.

03 · Precision over accessibility

Technical precision over simplification. Every number is real. 47 markers, not "your unique biology."

04 · Brevity is proof

The deletion statement is not bold. Two sentences before it set the contrast. What stays: the formula. What goes: the data.

05 · Space is deliberate

No subheading beneath the hero sentence. The sentence must be allowed to sit. Space is not emptiness — it is the sentence being allowed to mean what it means.

"Eight moments.
Then silence."

Twenty words never used

Journey

Experience

Discover

Explore

Luxury

Premium

Exclusive

Elite

Bespoke

Curated

Artisanal

Heritage

Innovative

Revolutionary

Transformative

Wellness

Holistic

Natural

Organic

Essential

These words perform brand. ERO states fact.

Key messaging

Hero sentence

Your formula. Made for you alone.

Homepage. Two beats. Survives the refill.

Deletion statement

Your biological data has been deleted from our systems — only the formula remains.

Receipt card. Never bold. Set in the same weight as everything else.

Closing line

Yours and yours alone.

Receipt card. The only explicit uniqueness statement in the system.